Networking is a very simple process. Unfortunately today's business environment does not make it easy. We've got to work through our time-crunched schedules, unrealistic expectations and negative stereotypes before we can make networking a regular and productive part of our routine.
One of the biggest stereotypes of networking is that it is a very complex process requiring extreme social skills. There are only four very basic steps:
* Go places
* Meet people & get to know them
* Do something for them
* Follow up
You will repeat these steps over and over again, sometimes within a short period of time (even within the timeframe of one event), but usually spread over a few days. These steps will apply to your overall networking cycle, but also apply to each one of your contacts, new and established.
Go Places
Going places can be something as big as a regional trade show or as personal as coffee with just one or two people. The key is that you are somehow getting yourself in personal contact with other people. Yes, there is a rapidly growing trend toward Social Networking where people do business with someone they've met digitally, but if it came down to doing business with them or a person you've met and seen personally, chances are you will do business with the people you know in person seen. Face-to-face networking is still going to be the dominant form of business partnering for many years, especially if you live or work in a small city that is not on either coast of the U.S.
For some people, this is the most difficult step of all. They have a negative image of networking events, build up excuses in their mind, and allow their time-constraints to keep them away from events.
Unless you can figure out a way to meet people without going anywhere (and going online IS going somewhere), you are going to be severely limited in your networking results.
Meet People and Get to Know Them
Your goal in going places is to make face-to-face contact with like-minded people. Like-minded does not mean "the same," in fact some of the most productive networking is done with groups of people you have never explored before. "Like-minded" means they also believe in networking as relationship building and as an investment in their long-term future. If they are like-minded, then you do not have to worry whether it is appropriate to approach someone you've never met.
When you meet people, your goal is to get to know then personally. This misconception that every bit of conversation you have with someone has to be business-oriented has turn off more people than almost any other. If you believe that every conversation has to be completely business oriented, it will get boring. And you'll feel like you're selling (or being sold) because the conversation will come around to what you have to offer.
We are social creatures. Most of us enjoy our work, but it doesn't define us. We enjoy talking about our personal lives, family, and hobbies. It really is okay to talk about our personal lives (as long as it's not too personal) because this is how we discover what we have in common.
Finding common ground is the foundation of most relationships. Whether it's a sport you both enjoy, the same hobby, or growing up in the same city, having something in common makes it much easier to build rapport and develop a friendly relationship.
Do Something For Them
While it's nice to get to know someone and talk about the things you enjoy in common, the real depth of a relationship is created when you help the other person out. This is the source of the saying "Givers gain." In networking, it is vital that you give first and give often.
Giving creates a sense of gratitude. It brings you to the attention of the person you helped. They will start to think of you as helpful and as a resource. If they have come to see you as a problem-solver, you will be the natural choice when they or someone they know needs the product or service you provide. You will have become their "go to" person.
Follow Up
"The fortune is in the follow up." If you're in direct selling, you've heard this phrase hundreds of times. If you haven't heard it, commit it to memory. Understand this statement means you realize that the sale is rarely made the first time you meet someone, the relationship is rarely developed at introduction and the event is rarely where the long-term network-building activities take place.
If you want to develop a reputation as being caring, giving, and reliable, follow up with every person you meet and follow up every time you do something for them. Do you have a hard time figuring out what to say in that first email besides "itwasnicemeetingyouIhopetoseeyouagain?" To avoid that, find something you can do for them in that first follow up message. If you got to know even on thing about their background or hobbies, do a quick search on Squidoo or AllTop for a great page of information that they would appreciate. Now your follow up is "It was nice to meet you. I remember how enthusiastic you are about gardening, so I was pleased to find this site that you might enjoy."
Fewer than 10% of people actually follow up after a first meeting. If you use this approach, you will be in the top 1%.
Also follow up when you give something to someone, but not every time. You would hope that when you send an email, a magazine article, or other piece of information, that the other person would acknowledge it with some kind of response or even a thank you. But that may not happen, either their mother didn't teach them excellent manners, or the information you provided got lost. Simply prompt them the next time you see them, "Did you get that article I sent you?" This not only gives them an opening to acknowledge receipt, it also reminds them of what you did for them.
A very appropriate time to follow up is when you give someone a referral. Because you are involved in the process, your reputation is on the line. You either gave that person a reference to someone who needed their product or services, or you helped them find someone whose product or services they needed. Either way, you need to find out if that transaction was completed to both parties satisfaction. A quick phone call or email to say "Did you get in touch with Joe?" is sufficient. If the ball was dropped, you can help them pick it up again, too.
Conclusion
Apply these steps to your networking cycle. Go places, get to know people, give them something, follow-up. Do this for each place you go. When you start going back to the same events and activities, you'll start to see some of the same people. Apply the cycle to each one of them. One time through the steps is not going to create a lasting relationship with anyone. You must continue to get to know them better, do something for them, and follow up.
Networkers who are responsible for sales will find that this cycle can become a positive cycle of increasing trust and depth of relationship. If your product is well-known, an impulse item, low-cost, or has a short sales cycle, you may find that a sales opportunity will come early in your relationship. If you have a complex product, with a long sales cycle, or a great deal of competition, you are going to have to invest more time and make more rounds of the networking cycle with each person you meet.
Keep in mind that the selling process is separate from the networking cycle. Think of networking as four simple steps to keep yourself from being overwhelmed. Don't neglect any portion of the cycle and you'll find that the results of your efforts will come sooner than expected.
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